Events & hospitality
Citi & Aston Martin Formula 1
Delivering guest programmes across multiple Grands Prix, from hotels and transport to side events and trackside hosting.
Events & hospitality
Race weekends that work as hard as your partnership
A Grand Prix is one of the best places in sport to spend time with the people who matter to your business. It is also one of the hardest to get right. From securing tickets and hotels to navigating race-day traffic and coordinating schedules for executives, guests and team personnel, it is a complex event that benefits from experienced operators.
We plan and deliver the whole weekend, so your hosts can focus on their guests. Our programmes draw on our founders’ experience delivering hospitality for teams and brands, with specialist support shaped around each brief.
What we take care of:
- Race tickets and hospitality packages
- Hotels and guest accommodation
- Transport, transfers and police escorts
- On-site hosting from arrival to departure
- Event scheduling with your teams and rights holder
- Side events, from summits to dinners and breakfasts
- Formula 1 talent appearances and hosted Q&As
- Gifting, event collateral and guest communications
01 · Expert hosting
Expert F1 hosting
Bring your guests closer to Formula 1 with hosts who know the sport inside out. Our founders draw on more than 30 years of combined experience across Formula 1 and motorsport to inform, entertain and engage your guests, trackside and on stage.
From live interviews and Q&As with F1 personalities to paddock tours and race commentary, we give guests the insight and access that make a race weekend memorable, and keep your brand at the heart of the experience.
Example clients
The Driver Lounge
Rich hosts live Q&As with Formula 1 talent in the Schumacher Lounge at the Italian Grand Prix in Monza.
F1 Tickets
Expert hosting, interviews with F1 personalities and paddock tours for VIP guests at the Monaco, Belgian and Italian Grands Prix.
CrowdStrike
We book and brief Formula 1 talent for guests at CrowdStrike’s Grand Prix events.
02 · Race logistics & guest operations
Race logistics and guest operations
We manage the logistics that make your race weekend run smoothly. From tickets and hospitality to hotels, room coordination and specialist transport, we take care of the details so you can focus on your guests.
We coordinate schedules with your internal teams and rights holder, plan events around the race and manage every stage of the guest journey, from arrival to departure.
Example clients
Citi
Guest programmes across Miami, Monaco, Silverstone, Singapore, Austin, Las Vegas and Abu Dhabi, covering hotels, transport, side events and hosting.
1Password
Ticket sourcing, event logistics and police escorts, coordinating transport for guests and VIPs to and from the track.
Quantum Metric
A complete British Grand Prix programme for 15 VIP guests, including private dining, transfers, behind-the-scenes tours and a meet-and-greet with Valtteri Bottas.
Williams Racing
A virtual hospitality experience connecting fans, partners and team guests with the 70th Anniversary Grand Prix while racing took place behind closed doors.
03 · Talent booking
F1 talent booking
Bring your event to life with personalities from across Formula 1. We source and book former drivers, team figures and broadcasters to suit your audience and objectives, managing everything from briefing to on-site coordination.
We prepare talent with insight into your business and guests, and can host the conversation ourselves to keep it engaging, relevant and focused on the messages that matter to you.
Example clients
J.P. Morgan
We booked Susie Wolff for a keynote for high-net-worth individuals and key corporate clients at the Mandarin Oriental, Lake Como.
CrowdStrike
Talent bookings for Grand Prix guest events, including David Coulthard, Karun Chandhok, Anthony Davidson and Bernd Mayländer.
The Driver Lounge
On-stage appearances in the Schumacher Lounge at Monza, featuring Damon Hill, David Coulthard, Rubens Barrichello, Juan Pablo Montoya, David Croft, Martin Brundle and more.
04 · Bespoke hospitality builds
Bespoke F1 hospitality, built for you
Create a hospitality experience that is entirely your own. We design, build and run branded lounges, suites and venues at or near the track, shaped around your guests, your brand and your objectives.
From the initial concept to the final guest departure, we manage every detail. It’s the approach behind The Driver Lounge, our own hospitality brand and home of the Schumacher Lounge at the Italian Grand Prix.
From concept to delivery
Concept
We develop the idea, narrative and guest experience around your brand and objectives.
Build
We source the venue and manage design, fit-out, branding and displays with specialist production partners.
Manage
We coordinate food and drink, entertainment, F1 talent, ticketing, staffing and guest communications.
Operate
We run the space throughout the race weekend, from setup and guest arrivals to the final breakdown.
See it in action
The Schumacher Lounge at Monza: designed, built and run by our team for The Driver Lounge.
Hospitality we have delivered
See more case studies
Creative design
CrowdStrike & Mercedes-AMG F1
Creating digital guest journeys, branded event collateral and Formula 1 talent experiences for CrowdStrike’s executive hospitality programme.
Events & hospitality
The Driver Lounge: Schumacher Lounge
Creating, producing and running our own trackside hospitality experience at the Italian Grand Prix, endorsed by the Schumacher family.
What our clients say
What brands say about working with Sebadore
The lounge was beautiful. I was amazed at what the Team were able to create and seeing so many people celebrate Michael’s exceptional racing career was very moving. I think the Driver Lounge team had the utmost care and respect for Michael’s legacy. He deserves to be appreciated in such a wonderful way.
Sabine Kehm
Michael Schumacher’s manager
Many thanks for everything, really. As usual you have been a HUGE plus, a star, and a pleasure working with you!
Head of Hospitality and Partnerships
Thank you for organising this great weekend! James and Rich, you were superstars: everything was perfect!
Kate Underwood
Director, Experience & Field Marketing EMEA
FAQ
Frequently asked questions about F1 hospitality
Can you arrange hospitality for a single race?
Yes. We can arrange a single race weekend, from grandstand tickets and trackside hospitality to guest logistics and side events, subject to availability. We also manage season-long programmes across multiple Grands Prix.
How far ahead should we plan?
As early as possible, particularly for popular races, larger groups or bespoke programmes. Planning six to twelve months ahead gives you more choice of hospitality and accommodation. We also help with shorter-notice requests, depending on availability and the brief.
Can you book a current Formula 1 driver?
We can explore current-driver appearances, depending on your event, budget, availability and any relevant sponsorship or contractual rights. Former drivers, team personalities and broadcasters can also offer exceptional insight and engaging stories. We recommend talent around your audience and objectives.
Do you run events away from the race weekend?
Yes. We plan factory tours, driving experiences, summits, dinners and keynotes, wherever your guests are.
Do you only work with sponsors?
No. As well as brands that sponsor teams, drivers and events, we work with companies that have no formal connection to Formula 1 but want to make the most of a race weekend.
Talk to the founders
Tell us what you’re considering. Rich or James will come back to you personally within one working day.
Or call +44 (0) 7793 084605